PENGARUH SOCIAL MEDIA MARKETING DAN SERVICE QUALITY TERHADAP REPURCHASE INTENTION YANG DIMEDIASI CUSTOMER SATISFACTIONPADA PAKET UMRAH DI PT. HAURA ABADAN WISATA

ISRA DHARMA SUYANDRA, YANDRA (2025) PENGARUH SOCIAL MEDIA MARKETING DAN SERVICE QUALITY TERHADAP REPURCHASE INTENTION YANG DIMEDIASI CUSTOMER SATISFACTIONPADA PAKET UMRAH DI PT. HAURA ABADAN WISATA. S2 thesis, Universitas Andalas.

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Abstract

Pengaruh Social Media Marketingdan Service Quality Terhadap RepurchaseIntentionyang DimediasiCustomer Satisfactionpada Paket Umrah di PT. Haura Abadan Wisata Isra Dharma Suyandra, Syafrizal, Dessy Kurnia Sari Magister Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Andalas ABSTRAK Keinginan masyarakat untuk melaksanakan ibadah umrah ke tanah suci semakin banyak dan menjadi segmen pasar bagi para pengusaha umrah. Penelitian ini bertujuan untuk menguji pengaruh social media marketing dan service quality terhadap repurchase intention yang dimediasi customer satisfaction pada paket umrah di PT. Haura Abadan Wisata. Populasi sampel dalam penelitianini adalah pelanggan/jamaah yang pernah berangkat umrah bersama PT Haura Abadan Wisata sebanyak 113 jamaah/pelanggan. Pendekatan yang digunakan dalam penelitian adalah pendekatan kuantitatif dengan menggunakan SEM-PLS (Structural Equation Modeling-Partial Least Square)melalui SmartPLS 4.0. Hasil penelitian menunjukkan bahwasocial media marketing, service quality dan customer satisfaction menujukkan adanya pengaruh signifikan terhadap repurchase intention. Social media marketing menunjukkan adanya pengaruh tidak signifikan terhadap customer satisfaction. Service quality menujukkan adanya pengaruh signifikan terhadap customer satisfaction. Social media marketing menunjukkan adanya pengaruh tidak signifikan terhadap repurchase intention yang dimediasi customer satisfaction. Service quality menunjukkan adanya pengaruh signifikan terhadap repurchase intention yang dimediasi customer satisfaction pada paket umrah di PT. Haura Abadan Wisata. Kata Kunci: Social Media Marketing, Service Quality, Customer Satisfaction,Repurchase Intention viii The Influence of Social Media Marketing and Service Quality on Repurchase Intention Mediated by Customer Satisfaction on Umrah Packages at PT. Haura Abadan Wisata Isra Dharma Suyandra, Syafrizal, Dessy Kurnia Sari Master of Management, Faculty of Economics and Business, Universitas Andalas ABSTRACT The desire of the community to perform the Umrah pilgrimage to the holy land is increasing and becoming a market segment for Umrah entrepreneurs. This study aims to test the influence of social media marketing and service quality on repurchase intention mediated by customer satisfaction on the Umrah package at PT. Haura Abadan Wisata. The sample population in this study were customers/pilgrims who had gone on Umrah with PT Haura Abadan Wisata as many as 113 pilgrims/customers. The approach used in the study was a quantitative approach using SEM-PLS (Structural Equation Modeling-Partial Least Square) through SmartPLS 4.0. The results showed that social media marketing, service quality and customer satisfaction showed a significant influence on repurchase intention. Social media marketing showed an insignificant influence on customer satisfaction. Service quality showed a significant influence on customer satisfaction. Social media marketing showed an insignificant influence on repurchase intention mediated by customer satisfaction. Service quality showed a significant influence on repurchase intention mediated by customer satisfaction on the Umrah package at PT. Haura Abadan Wisata. Keywords: Social Media Marketing, Service Quality, Customer Satisfaction,Repurchase Intention

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